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THE DEFINITIVE GUIDE TO Marketing Resource Management www.getbynder.com
THE DEFINITIVE GUIDE TO
Marketing Resource Management
www.getbynder.com
If you’re on the hunt for a Marketing Resource Management (MRM) solution, you
have probably already done your research. If so, you have probably realized that
all vendors offer different features geared towards meeting different requirements.
The Definitive Guide to Marketing Resource Management is designed to answer
all the questions you have about MRM. Our guide will show you what marketing
resource management is, what has driven it to be a must-have for marketing
departments, and how to compare different vendors and features.
Our guide will also explain:
The benefits of marketing resource management
Common features of marketing resource management solutions
How to define your company’s MRM needs and requirements
How to build a business case for marketing resource management
The trends and future of MRM
We hope that this guide will leave you with everything you need to know
about marketing resource management, and be your stepping stone to a more
organized, streamlined and efficient way of working.
Introduction
THE DEFINITIVE GUIDE TO
Marketing Resource Management
01 WHAT IS MARKETING RESOURCE MANAGEMENT?Marketing Resource Management... 3
02 WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGEMENT?Factors Driving Marketing Resource Management... 12
03 COMMON FEATURES IN MARKETING RESOURCE MANAGEMENTCommon Features... 18
04 BUSINESS CASE FOR MARKETING RESOURCE MANAGEMENTWhy You Need a Business Case... 34
06 HOW TO GET THE MOST OUT OF MARKETING RESOURCE MANAGEMENTStages... 48
07 FUTURE OF MARKETING RESOURCE MANAGEMENTTrends... 52
08 BYNDER’S MARKETING RESOURCE MANAGEMENTFeatures... 57
05 BUYING MARKETING RESOURCE MANAGEMENTBuying MRM... 44
THE DEFINITIVE GUIDE TO
Marketing Resource Management
www.getbynder.com
THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
What is Marketing Resource Management? 01
501 | MARKETING RESOURCE MANAGEMENT | MRM
Still confused? In other words, marketing resource management is a category
of marketing software that allows companies to streamline, automate, and
measure marketing operations so they can increase productivity, reduce time to
market, and grow revenue faster. In the following pages we’ll look at who’s using
marketing resource management, common features, and key benefits.
“Marketing resource management applications enable strategic planning and budgeting, program management, creative development and distribution, content management, media planning and execution, event coordination, and resource measurement.”
- Gartner
“Marketing resource management offers a methodical and systematic way for very large and complex marketing teams to capture budget, link ongoing campaigns to strategic initiatives, manage processes that include suppliers and agencies, centralize collaboration, centralize the marketing calendar, and centralize digital asset creation and storage.”
- Gleanster
Good question. First let’s take a look at two definitions:
What is MarketingResource Management?
601 | WHAT IS MARKETING RESOURCE MANAGMENT? | MRM
Companies of all sizes operating in every industry use marketing resource management to become better, faster and more economical in their marketing.
Who uses Marketing Resource Management?
Chemical, Energyand Agriculture
Technology and Communications
Fashion and Apparel Finance and Insurance
Education and Government/NGO
Manufacturingand Automotive
e-CommerceMedia and Agency
Logistics and Transportation
Consumer Goodsand Retail
Food and Beverages Travel and Leisure
701 | WHAT IS MARKETING RESOURCE MANAGMENT? | MODULES
Marketing resource management modules include digital asset management, creative project management, web-to-print, brand identity guidelines, product information
management, brand store, budgeting & planning, ROI tracking and CMS/e-Commerce integration.
Marketing Resource Management Modules
Brand Identity Guidelines
List all your brand identity guidelines
Edit and organize in chapters
Share internally and externally
Budgeting & Planning
Prepare your budget
Plan and assign tasks
Digital Asset Management
Upload, store and share your media
Set user access rights
Integrate with CMS/e-Commerce
Product Information Management
Retrieve and maintain
Product information
Creative Project Management
Organize your campaign per project
Assign tasks and deadlines
Approve on-brand materials
Brand Store
Customize and keep track of stock
Order and fulfill with easy billing
Web-to-Print
Create multilingual documents
Automate your marketing
Edit online
Measurement & Reporting
Measure the success of your campaign
Generate reports to calculate ROI
Digital Asset ManagementUpload, store and share your media
Creative Project ManagementOrganize your campaign per project
Web-to-Print / Web-to-PublishAutomate your marketing
Brand Identity GuidelinesShare internally and externally
Product Information ManagementRetrieve and maintain product data
Brand StoreOrder and fulfill with transparent billing
ROI TrackingGenerate reports to calculate ROI
Budgeting & PlanningPrepare your budget for your next campaign
CMS/e-Commerce IntegrationSystem integrations
MRM
801 | WHAT IS MARKETING RESOURCE MANAGMENT? | FLOW
Marketing Resource Management Flow
Budgeting & PlanningAllows you to plan and manage costs for campaigns as well as individual jobs
Creative Project ManagementStart the project with all the people involved
Web-to-PrintWith the Web-to-Print module you can create a poster, integrate your digital asset and add text
DAM + PIMLink your poster to products or campaigns
Brand StoreMake the poster available for purchase for streamlined, demand-driven distribution
Brand GuidelinesShare best practices internally or with partner agencies
Final Digital AssetOnce the creation has been approved the digital asset is ready
Digital Asset ManagementStore the poster in your DAM system to make it easy to find
ConnectabilityConnect your system to your CMS to publish the poster on your website
Measurement & ReportingMeasure the efficiency and effectiveness of campaigns by analyzing the cost and time of producing marketing collateral
01 03 05 07 09
02 04 06 08 10
Briefing Creation Review Publication
901 | WHAT IS MARKETING RESOURCE MANAGMENT? | PRECONCEPTIONS
With many different features and similarities to other marketing technology products, it’s easy to be confused as to what marketing resource management actually is.
Here are some common preconceptions about MRM:
Marketing Resource Management Preconceptions
1. MRM is a strategic planning toolWhile MRM solutions make sure that all your marketing campaigns are coordinated,
controlled and monitored, it is possible to plan different possibilities and prepare
for different scenarios. These functionalities can only be found in Business
Performance Management solutions but might be integrated into MRM solutions
in the near future.
4. MRM is a fancy name for a DAM platformMany people think that MRM solutions are an extended digital asset management
platform, but that’s not the case. While DAM platforms only manage the asset
itself, MRM solutions focus on managing the whole asset lifecycle, from conception
to distribution.
2. MRM as a platform, only benefits marketingWhile marketing teams definitely benefit from MRM, optimizing internal
processes makes it easier to collaborate with other departments and eventually
helps to increase revenue, benefiting the company as a whole.
3. MRM is a solution, implemented in a snapMRM solutions change existing processes and structures; a successful
implementation takes time. It takes a lot of training and getting used to for both
the people responsible for the project and the ones who will be using the system
every day.
1001 | WHAT IS MARKETING RESOURCE MANAGMENT? | BENEFITS
The marketing ecosystem is complex, making it difficult for marketing departments to work efficiently. Marketing resource management solutions automate repetitive
tasks, facilitate the branding process and, in the long-term, prove and improve your ROI.
Marketing Resource Management Benefits
1. Shorten time to market of marketing materialsThanks to integrated workflow modules you can streamline communication and
collaboration between internal and external parties. This means that you can
create better content, quicker.
4. Automate branding processesWithout one central system, it’s difficult to scale up your branding and stay in
control of all brand-related content. Brand Identity Guidelines modules ensure
brand consistency while Web-to-Print templates streamline the creation of fresh
print materials. In other words, less time is spent on the creation and approval of
new content.
2. Securely store, share and manage contentSharing files the traditional way (via email, hard copies, etc.) can sometimes lead
to information leaks. Not only can you set user-rights on specific files, you can
also add watermarks and revoke access to collections even after they have already
been sent out.
3. Prove and improve marketing ROIThe marketeer’s job is far from finished once the content is created. The real
value comes from measuring the impact of campaigns. MRM software helps you
measure the creation time, cost and quality of marketing collateral produced by
internal departments or external agencies. This allows you to adapt your strategy
accordingly to increase ROI.
1101 | WHAT IS MARKETING RESOURCE MANAGMENT? | CASE STUDY
ChallengesGarcia Jeans experienced problems managing their marketing materials, finding
the correct asset was difficult and time-consuming, resulting in a low adoption
rate. Working with their webshop was also a very labor-intensive process that
needed improvement. Garcia Jeans was looking for a new solution that would
help the company manage their digital assets more efficiently within one single
platform and needed a user-friendly solution, which would integrate their existing
Product Information Management with the new webshop, and reduce their time
to market in the process.
SolutionThanks to the Digital Asset Management module, the company was able
to improve its file management processes. High-resolution assets for new
campaigns can be easily uploaded with the drag and drop tool, which can then
be tagged and organized. The suggestive Google-like search and advanced filters
help all users find the right files in seconds. With Bynder’s API, Garcia Jeans is able
to easily connect the brand portal with their new webshop through Hybris, the
top-rated e-Commerce software and omnichannel solution. All images online are
Case Study: Garcia JeansReducing a Fashion Brand’s Time to Market
synced with their brand portal. This solution removes the chances of duplicates
or outdated assets, as well as all the labor-intensive steps getting products
published on the new webshop.
1201 | WHAT IS MARKETING RESOURCE MANAGMENT? | CASE STUDY
Case Study: Garcia JeansReducing a Fashion Brand’s Time to Market
BenefitsGarcia Jeans was able to save a huge amount of time and effort by using
Bynder. The fashion brand could save 1 FTE thanks to the new webshop and
automating other internal processes. Their digital assets can now be stored and
shared securely within one central platform, and the labor-intensive process of
publishing product information on their webshop is eliminated.
“Everything was planned, commitment and delivery what was promised. […] Quick response to issues and questions. No unpleasant surprises at all.”
-Jeroen Coppens, Marketing and Communication Manager
73%
Reuse of Digital Content
53%
Higher Conversion Rate
*Based on industry average
www.getbynder.com
THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
Why is Everyone Talking About MRM? 02
1402 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | FACTORS
Changes in the digital landscape have made marketing resource management solutions more of a must-have rather than a nice-to-have, especially for large enterprises.
The demands of modern marketing have completely altered the way companies communicate with their customers, while economic factors made marketing
measurability more important than ever.
Factors Driving Marketing Resource Management
2000 2005 2006 2007 2008 2009
InternetOver 400 million
Internet users
YouTubeThe video platform
launches
Twitter and FacebookTwitter launches and Facebook
opens to the public
AppleApple introduces
the iPhone
EconomyEconomic Crisis
happens
Higher SpendingsGlobal digital and mobile marketing
spend reaches $234 billion
1502 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | TRENDS
The 2008 Economic Crisis forced companies to rethink the way they approach revenue generation and measurement, while the demands of modern marketing
completely altered the way companies communicated with their customers.
Economic Trends
Trend 1: Change in Customer Buying BehaviorAccording to a recent study by Google, 82% of
smartphone users consult their device to make a
purchase decision in store. As consumers evaluate
purchase decisions in-the-moment, companies
need to adapt and deliver personalized experiences
and messages when it matters most. Brands are
creating everything from product information videos
to hyper-targeted advertisements to influence
customers in the decision-making process. However,
establishing individual dialogues with thousands of
customers requires a streamlined content creation
and distribution process.
Trend 2: Need to Measure Marketing InvestmentsThe 2008 recession pushed companies to be
smarter and more strategic with their investments.
Budget cuts made it increasingly important to align
marketing and sales departments and prove ROI in
order to justify marketing investments. Companies
needed tools that automated and streamlined
revenue processes and measured the effectiveness
of marketing campaigns. With this information,
organizations could then scientifically reallocate their
resources to what was working.
Trend 3: Software as a Service ModelNowadays, leading companies are providing SaaS
(Software as a Service) solutions for MRM. Besides
from being easy to implement, flexible and fully
scalable, these solutions are usually charged on a
subscription basis. This means that companies only
pay for what they use. Unlike traditional options, the
cost structure of cloud-based SaaS solutions yields a
quicker return on investment and the ability to adapt
to changing business needs.
1602 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | TRENDS
The content revolution, new media channels and the ever-changing cycle of new products are just some of the marketing trends driving the resurgence of marketing
resource management.
Marketing Trends
Trend 4: Rise of Content MarketingPeople are consuming more and more digital me-
dia on mobile devices. It’s no wonder why compa-
nies are switching to content marketing to engage
with their customers daily. To keep up with the ev-
er-growing demand for digital content — creation,
management and distribution of assets need to be
more streamlined than ever.
Trend 5: Multi-channel MarketingCommunicating different messages across a growing
range of interactive media is time-consuming — not
to mention a lot of effort. Imagine you are launching
three new products every quarter, using 10 different
media and communicating in six languages. That
means you would need 720 different publications
or versions a year just to keep your customer base
informed.
Trend 6: Shorter Product Life CyclesLong product life cycles are a thing of the past. To
stay relevant and competitive in today’s market,
companies are forced to release new products and
market them on a regular basis. Marketing solutions
are needed to cater to expansive marketing needs
such as simplified workflows, brand management
and resource performance.
1702 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | CASE STUDY
ChallengesDue to the unstructured management of their digital assets, it was challenging
and time-consuming to handle all of their PR and marketing requests. There was
no solution to effectively categorize digital media, such as high-resolution images
of products, files and logos. In order to solve these pain points, StoryTiles was
looking for a new solution — one that enabled them to improve the management
and organization of their digital media, so that they can manage press and
marketing requests.
SolutionUsing their Digital Asset Management module, the design company is now able
to structure all their digital assets clearly, enabling press from all over the world
to find relevant images or files in their brand portal easily. As a result, StoryTiles
can reach their promotional goals without having to spend too much time on
requests.
Case Study: StoryTilesFacilitating Brand Storytelling on a Global Level
1802 | WHY IS EVERYONE TALKING ABOUT MARKETING RESOURCE MANAGMENT? | CASE STUDY
Case Study: StoryTilesFacilitating Brand Storytelling on a Global Level
BenefitsThanks to Bynder’s solution, StoryTiles now has a simple and user-friendly
software to manage, organize and share their digital assets and files efficiently.
Judith Beek believes that Bynder led to 75% of their publications worldwide —
more than they originally expected.
“As the portal is well organized and user-friendly we believe that we can reach our goals without spending time on all requests. Now we have everything organized and press from all over the world can find whatever they need on our Bynder portal.”
-Judith Beek, Managing Director at StoryTiles50%
Reduction of Asset Search Time
20%
Increase in Brand Consistency
*Based on industry average
19
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THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
Common Features in MRM 03
2003 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | FEATURES
Marketing resource management platforms include several modules, including Digital Asset Management, Creative Project Management, Web-to-Print, Brand Identity
Guidelines, Brand Store, Product Information Management, Content Hub, and Insights. Each module has different features depending on the vendor. In this section,
we have listed all the features and indicated how common each one is using the following indicators:
Common Features in Marketing Resource Management
Sometimes
Variance
Common
2103 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM
Digital Asset Management modules are the starting point of marketing resource management solutions. Digital Asset Management software stores all your brochures,
promotional videos and other marketing collateral, and makes them directly available for users across the world.
Digital Asset Management: Upload and Share
Automatic Metadata Extraction
Receive Media Files
Drag and Drop
Approve and Audit Uploads
Supported File Format
This is the ability to extract metadata; such as author, date created, date modified,
file size, automatically during the upload process.
Most systems support all common media file formats including videos, Microsoft
Office documents, Photoshop and InDesign files, and some automatically generate
thumbnail previews.
The ability to add files — individually or in bulk — to your asset bank by dragging
them from your internal folders.
Waiting Room features ensure that only approved files are added to your asset
bank. This keeps the administrator in control of all uploaded assets.
Most systems support common media file formats including images, videos, and
documents, and automatically generate thumbnail previews during upload. Here is
the list of format that might be able to be previewed in the system: JPG, PNG, GIF,
BMP, TIFF, TIF, AI, EPS, PSD, MP3, MP4, MPG, MPEG, AVI, MOV, FLV, WMV, VOB, MKV,
M4V, DOC, DOCX, XLS, XLSX, PPT, PPTX, NMBRS, PDF, KEY, INDD, RAW.
2203 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM
The main functionality of a Digital Asset Management platform is to organize your files into a comprehensive structure best suited to your media by using categories,
folders, and tags. With convenient features such as custom metadata fields, versioning, and relating of media files, you will be able to make order out of chaos.
Digital Asset Management: Gather and Organize
Folders and Categories
Media Collections
On-The-Fly Image and Video Manipulation
Bulk Editing of Files
Your media can be divided into brands or folders, and you can set your users’ profile
access to be either granted to or revoked from specific brands.
You can separate from both brands and categories, and share with internal or
external stakeholders.
Some Digital Asset Management systems allow for simple image and video
manipulation such as cropping, rotating, and clipping.
Most Digital Asset Management systems allow you to edit files in bulk.
2303 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM
In order to save time when searching for specific media items, most Digital Asset Management systems come with intelligent search features.
Digital Asset Management: Search and Find
Instant Search Results
Advanced Search Filters
In-Depth Previews
Suggestive Google-Like Search
Asset Geolocalization
Instant search results will allow you to narrow down your search within seconds,
giving you full flexibility when combining different search criteria.
The ability to combine several metadata fields with custom filters in order to search
through your media database based on geographic location, archival materials,
authors, and copyright.
Some systems automatically create a preview of most media files, including video,
audio, InDesign, Photoshop, and PDF.
The suggestive search bar feature is an easier and more intuitive way of searching
for files.
Some solutions allow you to add a location to your asset which is a more intuitive
way to organize your files.
2403 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | DAM
With Digital Asset Management solutions you can easily and quickly share media files without spending precious time on working with ZIP files, sending large files by
email, or using unsecured consumer tools.
Digital Asset Management: Share and Distribute
Collections of Media
Security And Access Control
Watermarks
Directly Embed Media
The collections feature allows you to select and group media files, regardless of
their file type, size, brand, or category. Creating a collection will allow you to not only
access, edit and work on a specific group of files at any time, but also to share this
group of files with others.
Sharing files the traditional way (via email, hard copies, etc.) can lead to information
leaks. Most systems allow users to revoke access to collections even after they have
already been sent out.
In order to add further security to your files and prevent unauthorized distribution
of media files, DAM solutions allow users to add watermarks to content.
Embedding media directly saves you a great deal of time when it comes to publishing
content. You can automatically create a file embed code that you can then simply
copy and paste into your CMS.
2503 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CPM
The Workflow Management module, or Creative Project Management, allows you to centralize communication with those responsible for creative projects, be it internal
or designer partner agencies.
Creative Project Management
Organize your Projects
Complete Project Overview
Improving and Approving New Media
Annotations on Pictures & Videos
Customized Workflows
Group your projects into campaigns and make sure that your coworkers and any
relevant third parties, such as agencies or consultants, only see the projects or
activities they are directly involved in.
Within a campaign, you can structure your projects based on your own internal
creation or review structure using specific media creation jobs and on-brand
approval stages.
With Creative Project Management, you can comment, annotate, download, and
upload through one shared location without having to download a document by
using online proofing.
Workflow software allows you to annotate images or videos and make specific
comments for colleagues or external agencies.
Each of your jobs is a perfect reproduction of your project’s creative process. The
quantity and names of your stages are usually completely customizable.
2603 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CPM
All features provided by this module should enable you to facilitate communication, the process of allocating tasks, deadlines, and ultimately ensure approval of current
creations by a Brand Manager and Marketing Manager.
Creative Project Management
Version Control
Time Management
Communicate and Collaborate
Marketing Calendar
Track Production Hours
In order to ensure that you and your team are not confused by multiple drafts
floating around, Creative Project Management modules offer a clear overview of
versions handled.
With the help of tasks and the ability to assign responsibilities, you can make sure
your team produces content on time and never misses a deadline.
Creative Project Management modules centralize and organize all communication
between all your project’s stakeholders — making it even easier to collaborate on
projects.
An integrated marketing calendar provides your stakeholders with an instant and
live overview of all your worldwide marketing activities.
It is vital for agencies that clients are invoiced correctly, and that contractors are
paid for the time they spend working on a project. Some solutions allow you to track
how long a project or piece of content took to create.
2703 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | BIG
Brand Identity Guidelines modules ensure that every element that constitutes the visual identity of a brand is listed, organized and shared with internal employees as
well as external agencies.
Brand Identity Guidelines
Edit Content
Organize Brand Guidelines
Selective Sharing
Link With DAM
Share Your Guidelines
Edit content through different tools that allow you to change the font, font-size,
align text, and add images.
Divide your brand guidelines into different sections or chapters.
If an external agency only needs access to your company’s font colors, logo
specification and other design specifics, you can share this part of your guidelines
instead of the whole document.
You can directly link logos or product images to your brand guidelines to inform
colleagues or external parties on how to use them.
Directly share your guidelines by inviting people to your platform or via email. Some
brand guidelines modules allow you to extract a PDF file.
2803 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | WP
Web-to-Print modules allow you to create new marketing materials — such as brochures, flyers, product information sheets, etc. — without having to worry about any
aspect “shaping”. The models of these documents are imported to the platform, allowing the user to customize the images, text and color schemes.
Web-to-Print / Web-to-Publish
Smart Templates
Inline Editor
Automated Production
Integration with Workflow
Creation of Multilingual Documents
Templates ensure that your team members can create fresh printing materials
themselves without the need to turn to designers or agencies for help.
Inline editor features allow you to edit and modify your images and text.
Some modules allow you to generate a web-version or a print-ready PDF content.
Web-to-Print is often integrated with the Creative Project Management module,
allowing you to send your collateral straight for printing after final approval.
Web-to-Print gives you the option to preset templates in different languages,
speeding up the creation process for global campaigns.
2903 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | PIM
It’s crucial for marketeers to have access to up-to-date product information that can be used in product marketing communications. PIM modules automatically collect
and display all desired product information alongside the relevant product image by automatically retrieving this data from all other systems.
Product Information Management
Synchronize Product Information
Product View
Embed Product Information
Product information is usually stored and maintained throughout several ERP
systems, such as SAP. PIM modules easily connect to your existing IT infrastructure
and automatically retrieve relevant product information, and display it directly next
to your product assets.
In this view, images, videos and documents, as well as product information that
belong to the same product will be automatically grouped. This will save you a lot of
time if you are looking for all available shots of the same product.
With this feature, you can embed product information when creating marketing
materials or on marketing channels such as your e-Commerce system.
3003 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | BS
Advertising materials are a vital component of communicating a brand. However, fulfilling orders and distributing such materials can consume a lot of energy from
entire departments. In particular, routine inventory control and the handling of incoming orders can take a lot of time. The Brand Store module provides sales agents,
marketing managers and resellers with a central platform for ordering promotional items.
Brand Store
Web-based Online Shop
Interactive Product Catalogues
Customization of Marketing Materials
Automated Fulfillment
Order Processing and Stock Control
Shopping Cart
A platform where sales departments, resellers, and partners can access your
brand store to order stationery, advertising materials and customizable marketing
collateral online at any time from anywhere in the world.
A clear presentation of your products with images, descriptions and a clear overview
of the specifications such as sizes and colors. This will eliminate any doubt when
ordering advertising materials and reduce the need for any inquiries.
Employees and external parties alike can customize marketing materials on-the-fly
and adapt them to local needs during the ordering process.
With this feature, you can order from company suppliers and/or printing companies.
Some features have integrated shipping tracking, so you’ll always know where your
order is and when it will be delivered.
Automatic inventory adjustment and smart integration with your budgeting or
external tools ensure transparency throughout the ordering process. You can assign
budgets to different departments and automate order processing and invoicing.
With a handy shopping cart functionality and an automated checkout process,
ordering advertising materials is as easy as shopping online.
3103 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CH
With this module, you can easily cultivate your digital assets with text and other metadata to prepare them for distribution on all your global marketing channels. Smart
integrations with creative project management, social publishing, and smart analytics allow both internal and external contributors to produce highly relevant, brand-
approved content at a reduced time to market.
Content Hub
Editorial Content Creation
Version History
Content Approval
Assembling Assets
Multi-Channel Publishing
Translations
You can create preset structures for various content formats — e.g. blog posts,
white papers, social media posts, website content, etc. — and predetermined
paragraphs to save time during creation and help standardize the quality of your
content output.
Smart versioning allows several contributors to work on texts simultaneously and
ensures that you are always working on the latest version.
Updated or newly written texts will never be published unless the content has been
approved in accordance with your brand guidelines.
Cultivate your articles with visual content pulled straight from your DAM when
creating content.
You can publish content directly from the Content Hub module to all your marketing
channels. Smart scheduling ensures that you push the right message, at the right
time, to the right channel.
Translations can be created or directly submitted into the Content Hub where
they can be attached as an additional language to your master text. You can also
create pre-approved language-specific paragraphs.
3203 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | IS
With Insights, you can measure the entire content lifecycle and understand your marketing from concept to distribution. Thanks to integrated analytics, you can see
which content works best, who created the best content and how long it took to create. Besides content performance, this module also allows you to track user activity,
giving you the necessary information to increase user adoption rates.
Insights
Custom Dashboards and Templates
Cross Channel Analytics
Real-Time Dashboards
Cross Channel Analytics
Create personalized, on-brand dashboards and templates, and visualize your data
with a selection of custom charts.
Automatically create interactive reports that you can brand, customize, schedule
and share with colleagues and stakeholders.
Automatic updates allow you to track live performance metrics.
Measure the content lifecycle from creation to distribution across all channels.
Analytics show you which content is performing the best, allowing you to optimize
your marketing ROI.
3303 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CASE STUDY
ChallengesUnlike their competitors DHL, TNT and UPS; GeoPost did not have one unified
brand, but different brands for different markets. To focus on increasing growth,
particularly international, and create a greater sense of brand unity, GeoPost
announced its new international commercial brand identity and parcel delivery
network DPDgroup. The initial rebranding involved the new design of the new
logo and integrating different brands, such as Chronopost in France, into the logo
family of DPDgroup.
SolutionDPDgroup now has a user-friendly platform where updated, on-brand digital
assets can be easily accessed by all departments. Thanks to Bynder’s Digital Asset
Management module, the global marketing team is able to manage, store and
share all digital assets in one place before distribution. This reduces the risk of
using old logos and images, as well as creating duplicates.
The Creative Project Management module enables the company’s global
marketing team to streamline and automate all projects and campaigns in
their rebranding process. Features such as online proofing allow DPDgroup’s
marketing team to create new brand assets that can be reviewed and approved
directly via a web browser. DPDgroup’s brand managers are also able to keep a
controlled overview of lengthy production processes. The Web-to-Print module,
with smart templates and specific adaption in the final step of the design creation
process, helps marketeers and brand managers ensure brand consistency.
Case Study: DPDgroupA Successful Rebranding Process on a Global Scale
34
75%
Less Time toFind Images
03 | COMMON FEATURES IN MARKETING RESOURCE MANAGEMENT | CASE STUDY
Case Study: DPDgroupA Successful Rebranding Process on a Global Scale
BenefitsBynder’s branding automation solution provides DPDgroup’s marketeers the
toolkit necessary to automate the entire rebranding process — from the creation
of content to distribution. DPDgroup’s marketing team has been using Bynder to
deliver new branding and marketing materials to a large global team, streamlining
their rebranding process. Three weeks after the official announcement of the
rebranding, 163 marketeers from DPDgroup have been working with the brand
portal successfully.
“Due to the tight schedule of our rebranding, it was key that the Bynder system was ready for productive use within a very short time. This enabled us to distribute all the new assets in a fast and uncomplicated way to all our marketeers in the DPDgroup country organisations.”
-Torsten Daeges, Marketing Coordinator at DPDgroup15%
Saving on CreativeProduction
*Based on industry average
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THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
Business Case for MRM 04
3604 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | WHY?
All marketing departments have a tried and tested way of working, and it’s natural
that most marketeers are opposed to any operational changes, especially on a
large scale. That’s why the implementation of an MRM solution is often greeted
with apprehension as MRM systems significantly change existing processes and
structures. However, if implemented successfully, MRM will improve existing
business processes, increase productivity and establish a more streamlined way
of working.
As you can see, the long-term benefits of implementing an MRM solution can
sometimes be overshadowed by human and financial costs involved. That’s why
you need a business case need to justify investing in an MRM system.
Whether the economy is booming or in crisis, it’s difficult to get approval for
marketing investments. This is because marketing departments struggle day
in, day out to prove the ROI of their marketing campaigns and, therefore, find
it difficult to justify spending. It’s no surprise, then, that during an economic
downturn marketing budgets are often the first to be cut. But even when times
are good, investments are funneled into applications that are primarily focused
on facilitating sales, and that bring an instant ROI.
It doesn’t help either that marketing departments are often seen as a “cost
center”, meaning that major marketing investments are considered a burden. And
let’s be honest, MRM software is an investment — one that could cost anything
between €10,000 and €300,000 per year. It’s also difficult to prove the value of an
MRM solution, as the results are seen in the long-term compared to their sales
counterparts. However, if used correctly, the cost savings will outweigh the IT
investments in one to three years.
Why Do You Need a Business Case?
3704 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | WHERE?
When building a business case for MRM, it’s important to define the challenges your marketing department faces — whether you’re struggling to manage your ever-
growing number of campaigns, you need more transparency in your budget allocations or you need to prove the value of your marketing investments. Later we’ll go
into more detail about how an MRM solution improves marketing efficiency, but for now, here’s a general overview of how MRM solves the above challenges.
Where to Start?
1. MRM is a one-stop-shop for managing marketing activitiesMRM systems provide marketeers with a central
location to create, organize and manage campaigns;
upload, store and share digital assets, monitor and
control budgets and expenditures.
2. MRM streamlines marketing processesMRM enables global marketing teams to work
as one. Thanks to centralized asset libraries and
workflow modules, marketeers can share files and
collaborate on projects regardless of where they are
in the world.
3. MRM helps marketeers be more economicalPlanning and financial management modules help
marketeers monitor spending, allocate resources
and measure the ROI of marketing campaigns, as
well as increase transparency when it comes to
budget allocations.
3804 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | ROI
Planning and financial management modules enable marketing departments to improve planning and budgeting processes, and revenue management.
This allows marketeers to allocate more resources to successful campaigns and stop underperforming ones; enabling marketing departments to:
Improve Marketing Return on Investment
Reduce Spending onLow-performing Campaigns
Real-time insights reveal campaigns stats, allowing
marketing departments to allocate more resources
to successful campaigns and stop underperforming
ones.
Planning and financial management modules
provide more transparency when it comes to
monitoring spending.
Planning modules allow marketing departments to
align spending with their marketing strategy and
company goals.
ReduceUnnecessary Spending
Reduce Spending onCampaigns not Aligned with Company Goals
60% -› 90%1% -› 10%5% -› 20%
3904 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | PRODUCTIVITY
Creative Project Management modules enable marketeers to streamline the content creation process, improve accountability, and achieve a quicker time to market,
so marketing departments can:
Improve Productivity
Improve Productivity byStarting More Campaigns
Improve Productivity byReducing Time Spent on Compliance Issues
Reduce Agency Fees byStreamlining Processes
5% -› 20%5% -› 10%10% -› 60 %
By centralizing communication and collaboration
in the content creation process, Creative Project
Management modules reduce the time to market
of marketing materials.
All branded assets can be approved directly in the
Creative Project Management module, saving time
when it comes to compliance issues.
A streamlined content creation process reduces the
time needed to create and edit content, meaning
that you will spend less on agency fees.
4004 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | COSTS
With Digital Asset Management, companies can upload, store and manage their marketing materials, reuse existing content and improve brand management.
This enables marketing departments to:
Cut Agency Costs
ReduceRework Costs
Increase AgencyAccountability
Reduce OverallAgency Spending
10% -› 15%40% -› 80%75% -› 90%
In the Digital Asset Management module, all up-to-
date marketing materials can be stored, ready for
reuse at a later date.
MRM solutions with integrated analytics allow
marketing teams to measure how long an agency
takes to create content and how effective that
content is.
With the ability to measure agency effectiveness,
marketing departments can make informed and
sensible decisions when choosing to work with
agencies.
4104 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | CONTENT
MRM solutions provide 24/7 access to marketing content, allowing users to order, print, and download assets directly.
Marketing departments can now:
Reduce Waste and Improve Reuse of Marketing Content
ReduceRework Costs
ReduceShipping Costs
ReducePaper Costs
15% -› 75%15% -› 75%70% -› 90%
Smart templates allow marketeers to personalize
existing content, meaning that on-brand materials
can be adapted to local demands directly from a
web browser.
In Web-to-Print modules, marketing departments
can set up local printers to deliver to local offices,
saving time and money when ordering print
materials.
With approval rounds, print materials can be
reviewed online before printing, reducing the
chances of errors and inconsistencies.
4204 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | ROMI
MRM software helps organizations measure the creation time, cost and performance of marketing collateral produced by internal departments or external agencies.
Subsequently allowing marketing departments to:
Increase Return on Marketing Investment (ROMI)
Improve ROMI by Aligning Budgetwith High-performing Campaigns
50% -› 100%
All Data Source: Gartner
With integrated analytics, you can see which
content works best, which campaigns are most
successful and align your budget accordingly.
4304 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | COSTS
Once you’ve worked out the return delivered by Marketing Resource Management, you need to understand the investment required. Most modern MRM solutions are
delivered via a SaaS model as recurring subscriptions on a monthly, quarterly or annual basis. Subscription costs depend on the following factors:
Investments and Costs
1. The number of usersYour subscription cost will depend on how many
users you have and the type of user. There are
three user types, each with different rights and
responsibilities:
Admin: Refers to a user who has full access
rights within the product.
Regular: Refers to a user that has the access
permissions of a light user, as well as the rights to
upload and edit media and manage guidelines. A
regular user can make use of the Creative Project
Management module for online collaboration and
workflow.
Light: Refers to a user that can share and
download, but has read-only rights to the media. A
light user can also view and create media collections.
2. The amount of storageStorage space can range from 50GB to unlimited
TB. As with the number of users, the more storage
you have, the higher the subscription. There are two
types of storage:
Hot Storage: Storage used on a daily basis /
often.
Cold Storage: Storage that you don’t use but
want to keep on your platform to be accessed at
anytime — considered archive storage.
3. The number of modulesThe price will depend on the number of modules
you need. As you can imagine, the more modules
you require, the higher the cost.
The Number of Modules: Many vendors offer
different modules and functionalities depending
on a company’s requirement. As a DAM is the
foundation of an MRM solution, it is often the
most expensive module, especially if it needs to
be personalized to your own needs e.g. add / edit
existing functionalities.
4404 | BUSINESS CASE FOR MARKETING RESOURCE MANAGMENT | COSTS
Other Investments and Costs
1. One-off configuration and setup feesThis is the cost of making the platform fully
customized and integrated with your company’s
information system. The main factors that drive
the cost of your configuration and setup fee are
custom theming, import of media, configuration of
taxonomy, and API.
2. Professional service feesOnce the environment is complete from a technical
perspective, your vendor will train the project
managers to ensure a successful implementation
for all users. This is includes support when launching
the portal — user invites and imports — and project
management and consultation (e.g. taxonomy
setup, etc.).
3. Training feesAfter the solution has been implemented, most
vendors provide training to help with the onboarding
process. This includes personal demos, tutorial
videos, and in-house implementation training.
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THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
Buying Marketing Resource Management 05
4605 | BUYING MARKETING RESOURCE MANAGEMENT | STEPS
2. Plan your timeline Identify the steps you’ll need to take during the purchase process and after
implementation. Finding the perfect solution can be a meticulous task, so it helps
to have a clear timeline with deadlines. Here are some of the most important
steps:
Start selection process
Compare vendors
Long-list vendors (compare features, interface, technical integration, etc.)
Short-list vendors (attend webinars, personal presentations, etc.)
Make final decision
Start implementation
Go live
Analyze performance
So, you’ve decided to buy marketing resource management. Now you need to
select the right solution. Here’s our step-by-step guide for finding the perfect
MRM system:
1. Define your goalsBefore you start comparing different vendors, you need to think about your
pain points and what you want to achieve.
Shorter time to market?
Improved collaboration?
Automate branding processes?
Prove and improve marketing ROI?
Achieve brand consistency?
Buying Marketing Resource Management
4705 | BUYING MARKETING RESOURCE MANAGEMENT | STEPS
4. Compare different solutionsMarketeers will have to use the system every day, that’s why marketing should
find the solution first before seeing if it supports the company’s IT standards.
MRM is about helping marketeers achieve their goals. Select a solution that
best fits your marketing processes. When weighing up potential vendors, it’s
important to consider the following factors:
Features
Check which solutions support your must-have and nice-to-have features.
User interface
User interfaces are like jokes; no good if they need explaining. Your team will
have to use the solution regularly, so make sure the interface is intuitive and
user-friendly.
Integrations
Be wary of standalone applications. The best MRM systems can integrate with
other platforms and systems.
Scalability
Look for solutions that are fully scalable, meaning that if your company grows,
your system will too.
Implementation and support team
Evaluate each vendor’s ability to ensure a successful pre and post-implementa-
tion process.
3. Identify your requirementsThe more specific you are, the better.
Identify which modules you need:
Do you just need to organize and store all your digital assets? Or do you also
need to streamline your company’s content creation? Go back to chapter four to
see an overview of MRM modules.
List feature requirements:
In collaboration with all the departments involved, compile a list of must-have
and nice-to-have features for each module.
Determine user requirements:
Who will use the system? How important is usability? How many additional ser-
vices, training and support will you need?
Buying Marketing Resource Management
4805 | BUYING MARKETING RESOURCE MANAGEMENT | STEPS
5. Assemble a teamGet all departments involved the in decision process by choosing one
representative who will communicate their team’s goals and requirements.
They will be the ambassador for the new system and help with the transition
once the solution has been implemented.
6. Talk to referencesAsk your vendors for references, they’re first-hand proof that the system works.
Look for references that are similar to your company or your situation.
7. Make a decisionIt’s decision time. Choose the vendor that is most in line with your goals,
requirements and budget.
Buying Marketing Resource Management
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THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
How to Get the Most Out of MRM 06
5006 | HOW TO GET THE MOST OUT OF MRM | STAGES
MRM improves marketing efficiency but requires effort. It’s like buying a high-tech camera, without learning how to use it. The camera has the potential to take beautiful
pictures, but it doesn’t mean that you will. Effective MRM usage — like good photography — requires training, practice and most of all, time. In this chapter we explain
how to get the most out of your MRM system in following three stages:
Pre-Implementation
Successful MRM implementation requires extensive planning beforehand. Besides thinking about modules and features, you also need to identify champions, docu-
ment existing processes and set up important structures. The better the plan, the quicker the implementation.
How to Get the Most Out of Marketing Resource Management
Identity Product Champions
Champions are the people in your organization who will promote the solution
within their departments, encourage participation and support other users.
Define Asset Structure
As the DAM module will be an integral part of your MRM solution, it’s important
that you set up a structure to help you organize and find your assets. Define
the most important categories — such as departments, asset type, market,
industry, client, etc. — and then create subcategories.
Document Marketing Processes
Before comparing different vendors, document all your marketing processes
and define which ones need to be streamlined. This not only helps you to find
the right solution, but it will also speed up implementation.
Create Brand Guidelines
If you want to ensure brand consistency and spend less time and money
replacing inconsistent brand materials, make sure you create brand guidelines
which can be integrated into your MRM system.
1. Pre-Implementation 2. Implementation 3. Post-Implementation
5106 | HOW TO GET THE MOST OUT OF MRM | STAGES
How to Get the Most Out of Marketing Resource Management?
Implementation
Being successful with MRM comes down to one thing; your people, they’re the ones who will have to use the system every day. That’s why during implementation the
main focus should be on facilitating user adoption.
Establish Role-Based Training
Users are more likely to adopt a new system if it is relevant to their daily activities
and makes them easier. Role-based training is the perfect way to provide users
with the capabilities needed to use the system and support their day-to-day tasks.
Roll Out Capabilities Gradually
MRM systems are full of different features and functionalities, but it’s best to
expose users to the ones most related to important day-to-day marketing
activities. The idea is to start small and roll out quickly if and when users require
more capabilities.
Start with a Pilot
Before the global rollout, pilot an MRM initiative in one region, or with one
product or brand. With a pilot you can monitor the usage of the system, gather
user feedback, measure user adoption and enable your teams to build important
MRM competencies. The lessons learned in the pilot can then be applied to the
global rollout to ensure maximum success.
5206 | HOW TO GET THE MOST OUT OF MRM | STAGES
How to Get the Most Out of Marketing Resource Management?
Post-Implementation
Ongoing usage is the key to a successful MRM initiative post-implementation. Below are five tips to ensure that your MRM system helps you accomplish
your marketing goals:
Plan Trainings
Your product champions are responsible for training their departments once the
system has been implemented.
Define a Contact Person
Your vendor should provide a contact person for any questions you may have
about the system.
Set Up Support Process
When a user encounters a problem with the system, requesting support should
be quick and easy. Set up a process with your vendor and communicate this to
your teams.
Communicate New Features
Cloud-based solutions often deploy new features and improvements regularly.
Educate employees about these changes via a newsletter or a monthly email.
Plan Vendor Meetings
With MRM, there is always room for improvement. It’s good to plan at least
two meetings per year with your vendor to discuss new possibilities and
improvements.
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THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
Future of Marketing Resource Management 07
5407 | FUTURE OF MRM | TRENDS
Marketing is changing at a rapid pace, and marketing technologies will play an even more prominent role in the way companies market their products and services.
Luckily, cloud-based marketing resource management systems are just as dynamic as the industry itself. New capabilities and features are constantly being introduced.
In this chapter, we’ll explore some of the biggest marketing trends and how marketing resource management will facilitate these changes.
Future of Marketing Resource Management
Trend 1: Marketing will be More Data-driven
According to a study from the Leapfrog Marketing Institute, 93% of CMOs agree
that they are under more pressure to deliver a measurable ROI. HubSpot’s State
of Inbound survey also showed that “proving the ROI of marketing activities”
is the number one challenge marketeers are facing. As a result, companies
are embracing a more scientific approach to marketing, including A/B testing,
measuring website visits and conversion rates.
As marketing gets more data-driven, measuring the effectiveness of marketing
campaigns will be more important than ever. When purchasing marketing
resource management solutions, planning, and financial management modules
will become less of a nice-to-have and more of a necessity. So it’s likely that we’ll
see more MRM vendors integrating analytics into their platforms.
5507 | FUTURE OF MRM | TRENDS
Future of Marketing Resource Management
Trend 2: Brands will Create Personalized Content at Scale
In a study by Conversant, around 75% of senior-level marketeers and agency
decision makers agreed that “individualized messages and offers will be more
effective than mass messages”. What’s more, according to a study from Janrain,
74% of online consumers get frustrated when website content has nothing to
do with their interests. Companies will start to provide consumers with a tailor-
made experience related to their past preferences and behaviors.
What we can see is that branding is replacing marketing, and the focus has shifted
to delivering consistent, exceptional, and customized branded experiences
across all channels. Marketing Resource Management systems will continue to
play an important role in automating the creation of personalized content—
helping marketeers create consistent content at a quicker time to market.
5607 | FUTURE OF MRM | TRENDS
Future of Marketing Resource Management
Trend 3: Integrating Marketing Technologies will be Essential
Delivering relevant, consistent customer experiences also requires marketeers to
remove the silos between marketing technologies. Many marketing departments
are favoring an all-in-one system where they can control all of their marketing
activities in one place.
Backbone platforms, like marketing resource management, will be the driving
force behind other marketing technologies — not just a standalone solution.
Marketeers will not only be able to create and store digital assets in their MRM
system, but also publish content on marketing channels and analyze performance.
Besides analyzing efficiency metrics, MRM solutions will start to incorporate other
technologies, such as campaign management, to record customer response and
customer insights — allowing marketeers to see which content works best and
use data-driven insights to create better content.
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THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
Bynder’s Marketing Resource Management 08
5808 | BYNDER’S MRM | MODULES
Bynder’s Marketing Resource Management
Scalability is King
Grow your brand and scale up your branding operations
effortlessly whenever the market demands it.
Connected Solution
Connect to your existing systems to automate your marketing
processes through our various APIs.
Collaborate Globally
Bynder’s centralized platform brings together global and local
teams and streamlines communication and collaboration.
Power Back to the Marketeer
Stay in control of project planning and make relevant
marketing content available across all departments.
User-friendly Interface
An award-winning and intuitive interface which ensures higher
user adoption rates.
Constant Support
We’ll make sure that each step of your project is carefully and
thoroughly executed.
Our Platform Our Modules
Digital Asset Management
Simplifying the way you work with your media.
Creative Project Management
Streamline your content creation from the first draft to
final approval.
Web-to-Print
Edit marketing materials on demand.
Brand Identity Guidelines
Facilitate brand consistency with an interactive style guide.
Product Information Management
Combine content and data to create marketing materials
that sell.
Brand Store
Equip your global teams with promotional material.
Content Hub
Cultivate editorial content ready for distribution across all
channels.
Bynder is a branding automation and marketing solution designed to build,
manage and scale brands globally. Run as a Software as a Service (SaaS) model,
Bynder is an integrated solution that enables brand managers to achieve end-
to-end brand consistency.
Founded in 2010, Bynder is the leading branding automation solution and
powers over 300 brands worldwide, including KLM Royal Dutch Airlines, Logitech
and AkzoNobel. Bynder has offices in Amsterdam, Rotterdam, London, Boston
and Barcelona and is currently active in over 50 countries.
About Us
Written by:
Nicolas Deskos
Copywriter, Bynder
Paul Abarnou
Growth Marketing, Bynder
Designed by:
Stefka Ivanova
Web Developer & Designer, Bynder
Mike Zuidgeest
Designer, Bynder
Contact Bynder
Email: [email protected]
Website: www.getbynder.com
Blog: blog.getbynder.com
Twitter: @getbynder
THE DEFINITIVE GUIDE TO MARKETING RESOURCE MANAGEMENT
About This Guide
